RAAK_Blog-Header_6 steps for a highly effective workflow

6 steps for a highly effective workflow

Do you want to give your email campaign a personal touch? Then you might want to explore workflows. Boost your efficiency and automatize your email campaign by using ‘triggers’, such as clicking a link, in order to send set up scenarios to your contacts.

Using workflows will give you the opportunity to do some serious segmentation. When you’re using flows, you will be able to closely target your emails to specific interests and needs. Why is this important? Well, as we all know… everybody is different. Some people have other interests than others. So if you can adapt your email marketing to your customer’s needs, you’ll be rewarded with better open and click-through rates.

How does it work?
Every workflow begins with a start block. This block determines which trigger attributes a contact to a workflow. You might start with “I want to reach all contacts who opened my email”. After activating this trigger, all your contacts who opened your mail will end up in the workflow you set up.

Now we can choose between different actions in order to create our flow. For example, imagine that you want every contact who opened your mail to receive and fill out a form. You could reward all contacts who took the effort to complete your form with a discount coupon by email. Needless to say, using personal flows like this can lead you to better conversion rates.

When should I use workflows
How do you determine the right time to start using workflows in email marketing? There’s no definite answer. However, if you are collecting all this data about your contacts and are monitoring their activity, why not use this information?

When a new subscriber signs in, you can welcome him/her with an email that tells something relevant about your organization or give them a preview of what they can expect in upcoming newsletters. Or set up a workflow to send a ‘happy birthday’ email at exactly the right time – works like a charm! Perhaps you want to increase your conversion rate by following up after a purchase and sending additional product recommendations.

A six-step guide to a successful workflow

1: Decide on a clear goal
Before you start, it’s important you understand and define the goal of the automated email series. Would you like to make people convert? Or are you planning an event and do you want to send reminders for a specific date? Be sure to define a clear goal before you start.

2: Have the right data
It only takes an email address to send your contacts out a basic welcome email. But most automated emails like birthday emails require more in-depth data about your subscribers. In this particular case, simply add a date of birth field to your sign-up form.

3: Set triggers and rules
Now you got your hands on some data, it’s time to define the trigger and rules. Triggers are the actions that start the automated journey. The rules will then define the following steps. For example, you start your flow with the contacts who opened your mail. This is your trigger. Now you want to know what they think about your campaigns, so you send out a survey to get some feedback. That’s your rule.

4: Define the content
The final step is to select the right content you are planning to send in the automated emails.

Let’s say you’re trying to convert new subscribers into customers while sending them a welcome email. Why not include a “Thanks for subscribing – Enjoy a 10% welcome discount on your first purchase this month!”. Believe us, that’s very hard to resist…

5: Put everything together
With a clear plan in your head, it’s time to jump into your marketing automation software to define the trigger and rules and add the right content for each email.

6: Measure, analyse and adapt
Just like any other strategy, it’s wise to check how your campaign is doing by reading your reports attentively. When you notice that something’s off track, adapt and make changes to your strategy.


Now you’re ready to create your own workflows. This kind of scenario-based emails allow you to do better email marketing because you can be extremely flexible and define the actions you want to trigger. They will give you the tools to do some in-depth segmentation which benefits both you and your customer.

Posted on
Mar 2, 2017